This paper intends to use theoretical and empirical analysis methods to try out mature domestic and foreign pension service content, pension service development projects, and Qingdao elderly care service market, and to analyze and learn from the advanced experience at home and abroad and fully examine the adaptability of the project. Provide relevant suggestions on the market prospects, development orientation, marketing strategy, financial evaluation, risk analysis, etc. of QDCG pension programs; propose home-based, unified service standards; rely on the community, unify supporting standards, and support institutions. "Trinity" pension model that focuses on traditional culture, psychology, and physiological needs; and the concept of development of a full-aged community with compatibility and multi-functional functions ranging from pension to pan-agriculture to health, vacation and retirement; QDCG pension program Taking the old-age real estate as an opportunity for development, the core is old-age care and medical care to achieve the combination of medical care and health care. In addition, the education and training, food and nutrition, medical and health care, leisure and recreation, learning and entertainment, and research and development applications of employees engaged in endowment services the downstream industry constitutes a closed-loop industry and reaches an Energy self-sufficient body, but also the service extension of city pension service solutions are complex in nature.
It has been demonstrated that the QDCG project is a low-risk development project with full profitability, which can achieve a double harvest of social benefits and corporate economic benefits. Therefore, it is recommended to enter the project development and implementation as soon as possible. Through market prospects, development orientation, marketing strategies, risk monitoring, and financial evaluation of QDCG's pension programs, a home-based and unified service standard was proposed; community-based support, unified supporting standards, institutional support, and unified professional standards were adopted. Focusing on the traditional culture, psychology, and physiological needs of the "three-in-one" pension model; and the concept of the development of a full-aged community with compatibility and complex functions ranging from pension to pan-agriculture to health, vacation and retirement, and QDCG pension to the retirement real estate. Its core is old-age care and medical care, and it achieves the combination of medical care and health care. In addition, the upstream and downstream industries, including education and training, food and nutrition, medical care, recreation and sports, study and entertainment, research and development, and other applications for endowment service employees, form a closed-loop industry. Reach a solution for urban aged care services that is both self-contained and serviceable.
In 2013, the proportion of people aged over 65 in China was 9.7%,133 million people; at the same time, old-age dependency ratio rose from 11.17% in 2007 to 13.32% in 2013. According to the forecast of the UN Population Department, China’s elderly population will increase at an annual rate of more than 8 million people. By 2050, the elderly population will account for 30.8%, which is approximately 430 million people, and over 80 million elderly people will exceed 100 million. people. Compared to the average speed of 2.5% in the world’s aging population, China’s ageing rate is 3.3%. Huge elderly caregivers have brought significant development opportunities to the elderly care facilities and service industries. The "State Council's Several Opinions on Accelerating the Development of the Elderly Care Service Industry" announced in 2013 pointed out that the development of elderly care service facilities is one of the main tasks for the development of China's aged care service industry. It also requires that: by the end of 2020, the number of national social pension beds will reach 1,000 for the elderly. 35-40 sheets, which is twice the current level. Assuming that by the end of 2050, the number of social old-age beds in the country will remain unchanged from 35 to 40 pictures per 1000 elderly people in 2020 (that is, 15-20 pieces per 1,000 elderly people). The number of elderly people at the end of 2050 will be 260 million. According to calculations, the potential demand for new social pension beds in China will be about 390-5.2 million by 2050. Therefore, investors from different industries have entered the retirement housing market in recent years. In addition to real estate developers involved in the construction and operation of pension facilities, insurance companies and professional pension service organizations are also included. From the perspective of product structure, China's current old-age care facilities and services have graduallyCovers the multi-level needs of older people at different ages, butthe profit model is still in the exploration stage.
Since the 21st century, the pillar position of the real estate industry in the Chinese national economy has become increasingly prominent, which is an objective requirement in the development of urbanization and the development of urbanization. However, with the slowdown of population growth and the impact of population migration, the absolute demand in the real estate market has become increasingly limited, and the era of rapid growth in the real estate industry has declined. With the deepening of the aging society, many industries related to the elderly groups have rapidly emerged. According to statistics, by 2015, the potential market for elderly care services and life care in China will exceed 450 billion yuan, and employment opportunities for retirement services will exceed 5 million. The market for the future retirement service industry has enormous potential for development.
At present, China's modern pension industry is still in the initial stage of exploring the direction and exploring the development model, whether it is the number of old-age nursing beds, the income level of the elderly, and the low-level software and hardware configuration of old-age care services. As a result, a dualistic pattern of government-led, middle- and low-end basic security services for the elderly care service and social capital-led middle-to-high-end aged care services have been formed. The provision of old-age care, institutional pensions, and community-based care services for the aged is gradually taking place. The way of transformation has risen; and for real estate companies involved in the pension industry, the long payback period for pension properties requires considerable financial strength and continuous operation strength, while the professionalism and size of retirement services require real estate companies to have powerful resources. The ability to integrate has caused most property companies to adopt a cautious approach. Therefore, the current pension real estate market has basically formed a three-way situation of "family-owned enterprise system," "insurance system," and "central enterprise system." According to incomplete statistics, the investment of the three types of enterprises in retirement property has exceeded 100 billion yuan. However, the shift in the provision of retirement services in the real estate development sector in China has already taken place. There are no natural barriers to principal issues such as land acquisition, planning and design, investment and construction, property rights, ongoing operations, resource integration, product structure, service system, and profit model.
Project is positioned as a service platform for the city's pension, old-age service industry as the goal, to support pension services, and expand the scope of old-age pension to the pan, a development that is both health and pension double raised area; projects for the old-age real estate an opportunity to develop its core pension and health care, to health support combined, in addition to this, put together the education and training of employees’ pension services, food and nutrition, health care, sports and leisure, entertainment learn upstream and downstream industries, research and development applications, which form industry closed loop, both reached a self-sufficient body, but also the service extension of city pension service solutions are complex in nature.
Path: real estate pension costs and benefits of the control, the contents of the medical support operations in conjunction with the development of dual-zone raised health pension, laden with downstream industries to form a complete platform for the pension industry.
Function: health pension, health and leisure, education and training, research and development showcase, medical tourism, retirement vacation
Features: gathering, compatible, linkage, radiation.
Development model: the development and construction and sale, possession of property operations, pension services.
1 Project Market Positioning
Pension real estate as a theme real estate model also has obvious industry commonness and regional characteristics of products. Therefore, this case will be a characteristic product for specific customer groups. It will also be based on Qingdao's local pension needs and based on the consideration of project development cost recovery and partial product digestion, it will mainly accept and strive for the second generation of local Qingdao residents. The customer base, after all, the environmental factors of the project in Shandong, offshore, and transportation facilities in the area are competitive.
While fully tapping local demand, it is necessary to fully tap the foreign holiday pension needs and medical and health care needs formed by Qingdao as a traditional health resort; and develop secondary schools for migratory bird populations in the first and second-tier cities in the north with strong economic strength in Beijing, Jinan, and Shijiazhuang.
1.3 Opportunity Market Analysis
As an internationally influential tourist city, Qingdao has estimated that the total number of visitors received in 2013 will reach 62.8 million, an increase of 10% year-on-year; total tourism revenue is 93.6 billion yuan, an increase of 16% over the previous year. The volume shows an increasing trend of continuous average annual growth of 10%. As a result, many tourism populations provide the project with market opportunities for opening tourist resorts and meet preconditions for future property management and project planning compatibility.
2.1 Project price pricing principles
As the theme real estate, the project has certain differences in land acquisition, development, and operation modes from other real estate types. Therefore, the price setting will be based on the project's different operations of the three major groups of pension complexes, elderly apartments, and full-time communities. Models are formulated separately;
The retirement complex and the old-age apartment are important conditions for the establishment of this project. The infrastructure and basic decoration of the responsible company's facilities will be used as part of the net investment for project development costs. This part of the investment will balance the project through policy subsidies and fixed assets income. Development investment;
There are 8 social old-age service organizations in the area where the project is located, which has formed a fierce competition in the inter-bank market. Therefore, it will hinder the sales rate of the sales part of the project and the occupancy rate of service products.
Such risks will cause the uncertainty of project tax deductions to affect the cost structure of project development, as well as the loss of policy subsidy income generated by policy subsidies that are not in place.
Due to the unfavorable control of project development costs, resulting in high development costs lead to lower returns; and, this project has a long development cycle, slow regional development, long investment return period, and control of development costs will become an important indicator of sustainable development of the project.
Through the unique sales model of the project, the sales price of the retirement property will be lower than the market price, and the project will have the nature of endowment, and the price of all land acquisition will also be greatly reduced with the help of the government.
Moreover, some of the properties will be sold under the right-to-use model. Although the price is relatively low, ownership will remain in the hands of project developers.
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